Google is reportedly working on an ad blocker to filter “unacceptable” ads from Chrome

Google is currently working on an built-in ad blocker feature for Chrome, according to a latest report from the Wall Street Journal. The search giant plans to roll out ad blocker in the next mobile version of its Chrome browser that would filter out certain types of ads.

However, the report says Google will not block all ads and will filter the ones that were providing a bad experience and ones that don’t make the cut would be from a list of ad types as defined by the Coalition for Better Ads, an industry group that released a list of ad standards in March. According to those standards, ad formats such as pop-ups, auto-playing video ads with sound and “prestitial” ads with countdown timers are deemed to be “beneath a threshold of consumer acceptability.”

Google already bans many of these types of ads anyway. The ad-blocking feature, could be switched on by default within Chrome. Google is considering whether its ad blocker would block just the one offending ad or the entire page ad entirely, added the report.

According to the report, adding its own ad-blocker directly into Chrome, Google hopes to reduce the use of third-party ad-blockers that remove all ads.